论广告语言中语用预设的功能

发布时间：2018-04-11 06:28

本文选题：广告 + 广告语言　；参考：《重庆大学》2005年硕士论文

【摘要】：广告是经济全球化和信息时代的一个重要的社会现象。国家经济、企业发展、市场开发、对外贸易和人民日常生活无一不和广告密切相关。从根本上来说,广告语言属于劝导说服性的语言。因此,广告撰写人尽可能地采用一切语言及非语言的技巧来实现广告宣传的目的。作为语言学,特别是语用学中的一个重要话题,预设现象由于其自身的特点经常被广告撰写人用来增强广告的说服效果。本文通过回顾预设研究的历史背景及理论背景,用定性研究的方法,对广告语言中的语用预设进行了尝试性的分析。作者主要从预设与广告的语言形式、预设与广告的语篇、预设与广告的信息及预设与广告的市场策略等四个宏观层面来分析语用预设在广告语言中的功能。研究发现,预设在广告中具有诸多积极的功能。这些功能包括语言功能和语用功能。其中语言功能是:1、语用预设可以使广告语言简洁和多样化;2、语用预设具有对广告语篇的组织功能,在广告语篇的衔接和连贯方面起着重要的作用。其语用功能有:1、语用预设可以提高和增加广告信息的质和量;2、语用预设还可以被广告制作者运用到市场策略中,因为它具有导向功能、隐藏功能、自我保护功能、委婉功能、幽默功能和人际功能。换言之,语用预设从以上四个不同的角度服务于广告,在实现广告的最终目的方面起着不可替代的作用。该论文的完成将会对预设在广告中的应用产生一定的理论指导作用,即从实践上帮助广告撰写人有效地运用预设这一策略,使广告语言的设计更科学,更具魅力,最终帮助广告实现其目的。作者也希望本研究能加深对预设的认识和理解,并丰富广告语言的研究。
[Abstract]:Advertising is an important social phenomenon in the economic globalization and information age.National economy, enterprise development, market development, foreign trade and people's daily life are closely related to advertising.Fundamentally speaking, advertising language belongs to persuasive and persuasive language.Therefore, advertisers use all linguistic and non-verbal techniques to achieve advertising purposes as much as possible.As an important topic in linguistics, especially in pragmatics, presupposition is often used by advertisers to enhance the persuasive effect of advertising because of its own characteristics.By reviewing the historical background and theoretical background of presupposition research, this paper makes a tentative analysis of pragmatic presupposition in advertising language by means of qualitative research.The author analyzes the functions of pragmatic presupposition in advertising language from four macro aspects: presupposition and advertising language form, presupposition and advertising discourse, presupposition and advertising information and presupposition and advertising market strategy.The study found that presupposition has many positive functions in advertising.These functions include language function and pragmatic function.The linguistic function is: 1, pragmatic presupposition can make advertising language simple and diversified. Pragmatic presupposition plays an important role in the cohesion and coherence of advertising discourse.Pragmatic presupposition can improve and increase the quality and quantity of advertising information, and pragmatic presupposition can also be used by advertisers in marketing strategies because it has the functions of guidance, concealment, self-protection and euphemism.Humor function and interpersonal function.In other words, pragmatic presupposition serves advertising from the above four different angles and plays an irreplaceable role in achieving the ultimate purpose of advertising.The completion of this paper will have a certain theoretical guidance function to the application of presupposition in advertising, that is, to help the advertisement writers to use the presupposition strategy effectively in practice, so that the design of advertising language can be more scientific and attractive.In the end, it helps the advertisement achieve its purpose.The author also hopes that this study will deepen the understanding of presupposition and enrich the study of advertising language.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：H05;H030

【引证文献】